What is local SEO?
SEO stands for Search Engine Optimisation - the practice of helping Google understand what your website is about so it shows it to the right people.
Local SEO is specifically about appearing in searches that have a geographical component. When a parent types "dance classes for children in Exeter" or "ballet school near me," they're doing a local search.
Appearing prominently in these searches is worth more than almost any other form of marketing for a dance school, because the person searching is actively looking for what you offer, right now, in your area.
The three parts of local search
Google decides who ranks for local searches based on three factors:
1. Relevance
Does your business match what the person is searching for? A dance school should be relevant for searches about dance classes, ballet, tap, contemporary, and so on.
You improve relevance by using these phrases naturally throughout your website - in page titles, headings, and body text.
2. Distance
How close is your business to the person searching? If someone in Manchester searches "dance classes," Google will show them Manchester dance schools, not ones in Brighton.
You improve your distance signals by making sure your address is consistent across your website, Google Business Profile, and any other directories where you're listed.
3. Prominence
How well-known and respected is your business, in Google's estimation? This is influenced by the number of Google reviews you have, backlinks to your website from other sites, how long you've been in business, and how active your Google Business Profile is.
You improve prominence by collecting reviews, getting listed in local directories, and maintaining an active, up-to-date presence online.
The four key tasks
Task 1: Claim and complete your Google Business Profile
This is the single most impactful thing most dance schools can do. See our full guide to Google Business Profile for step-by-step instructions.
Task 2: Add location to every class page
Don't just have a "Ballet" page. Have a "Ballet Classes in [Your Town]" page. Include the town name in the page title, the heading, and the first paragraph of the description. Do this for every class type at every location.
Task 3: Get listed in local directories
Google pays attention to citations - mentions of your business name, address, and phone number across the web. Being listed (accurately) on sites like Yell, Yelp, Thomson Local, and your local council business directory helps Google confirm that you're a legitimate, established business.
Task 4: Earn some links
When other websites link to yours, Google takes it as a vote of confidence. Some natural places to get links as a dance school:
- Your local council's community noticeboard
- The websites of dance exam bodies you work with (ISTD, RAD, BTDA, etc.)
- Local parenting blogs or publications
- Suppliers who link to their stockists
You don't need hundreds of these. A handful of relevant, local links make a meaningful difference.
Common mistakes to avoid
Inconsistent business name. If your business is listed as "The Jane Smith Dance Academy" on your website but "Jane Smith Dance" on Google, the signals are confused. Be consistent everywhere.
No location on your website. Some sites only show an address on the contact page. Mention your location prominently throughout - in the header, in class descriptions, in the footer.
Ignoring negative reviews. A negative review that goes unanswered looks worse than one that received a professional, considered response.
Building a site that doesn't load on mobile. As noted above, mobile experience is a direct ranking factor. Google predominantly uses the mobile version of your site for ranking.
How long does it take?
Local SEO is not instant. Meaningful improvements in rankings typically take three to six months of consistent effort. But the results are durable - unlike paid advertising, which stops the moment you stop paying.
Start with your Google Business Profile this week. Make one improvement to your website this month. Collect two new reviews. In six months, you'll be very glad you started.